International Marketing Strategies and Evaluation for Business Growth

This report provides a comprehensive overview of international marketing, focusing on strategies, market evaluation, and adaptation of marketing plans. The report begins by defining international marketing and its contribution to business strategies, including an analysis of the global business envi...Read More

International marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1 MARKETING CONTRIBUTES TO BUSINESS STRATEGIES...................................1
Concept of international marketing.............................................................................................1
Analyses global business environment........................................................................................2
Rationale for business to go international...................................................................................3
Strategies to tap into international market...................................................................................3
Contribution of marketing in international context.....................................................................4
Opportunity and threats for the firm to go into international market..........................................4
TASK 2 EVALUATE ENTRY TO A SELECTION OF INTERNATIONAL MARKETS...........5
Market strategy............................................................................................................................5
Importance for the firm to choose right international market......................................................5
Evaluation of market entry strategy.............................................................................................6
Process of evaluating market.......................................................................................................7
Applying market evaluation process...........................................................................................7
Trading blocs and type of it.........................................................................................................8
International markets for Hallmark.............................................................................................8
Tariff and non-tariff barriers........................................................................................................8
TASK 3 ELEMENTS OF THE MARKETING PLAN CAN BE ADAPTED...............................9
Global vs local debate in international marketing.......................................................................9
Services vs merchandise............................................................................................................10
Advantage and disadvantage of importing and exporting.........................................................10
Influence factors........................................................................................................................11
7Psofmarketing..........................................................................................................................11
Critically explanation of importing and exporting....................................................................12
Recommendation.......................................................................................................................13
TASK 4 EVALUATE INTERNATIONAL MARKETING EFFORTS.......................................14
Methods of entering into Newmarket........................................................................................14
Recommendations......................................................................................................................14
CONCLUSION..............................................................................................................................14
REFFERENCE..............................................................................................................................15

INTRODUCTION
Martin and Javalgi, (2016) stated that International marketing is the performance of
business activities designed to plan, promote, price to manage direct flow of company goods and
services to consumers in more than one nation in order to generate profits. Hallmark Mayo is
best selling milk and dairy products in south London since 1959 serving its products and services
in many cities. The report will address scope and concept of international marketing, also will
provide evidence for global business environment for such a type of business to operate into
global market through expansion. The report will also address analysis for opportunities and
threats for inter nationally marketing for their products and services.
TASK 1 MARKETING CONTRIBUTES TO BUSINESS STRATEGIES
Concept of international marketing
International marketing is defined as a performance of business activities designed to plan,
promote, price and directs the flow of the company goods and services. The objective is to make
profit by selling the products and services to the geographies which have a demand for them.
Before going international business makes plans and procedures that what are the ways by which
business can grow, it is will be beneficial or not and after that final execution is made.
There is a great scope for Hallmark Mayo's as the company can get more opportunities to expand
the business. As in different countries the needs of the customers are different so this helps the
organization to grow and expand. International marketing provides new market to the company
which assist in increasing the customer base for the company. Global marketing increases
competitive advantage. Hallmark Mayo's can offer the goods which are not offering by the other
competitors in the country (Vellas, 2016).
Another advantage of doing the business international is they provide opportunities to
access new talents. Doing business internationally increases the sales of the company and thus,
increases the revenue for the Hallmark Mayo's. One of the benefits of international trade is
market diversification, it increases the globalization and company can sells its products and
services to different markets. Doing business in other countries helps in boosting reputation of
the company. International marketing provides different import and export facilities which helps
in expansion of the business (Martin and Javalgi, 2016)
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Analyses global business environment
Global business environment can be defined as process which is adopted by each firm to
develop its brand image and raise its presence globally. Firm has to look at the international
market and then have to take decision of operating in new market. The international or global
business environment can be defined as environment in different sovereign countries with factors
which are external to the home environment of the organization, which influence decision
making on resource use capabilities. Hallmark Mayo's is trying to expand its market in
Netherland so for this the PESTLE analysis is as follows-
Political
Netherland is the largest democratic country in the world. The political environment is greatly
influenced by the factors such as government policies. Various types of taxes are imposed by the
government such as sales tax, income tax, services tax. So, Hallmark Mayo's adopted Netherland
to expand its business as the political conditions are satisfactory and tax rates are not so high
(Gomes, Sousa and Vendrell-Herrero, 2017).
Economic
The economy of Netherland has been significantly stable. And the country’s economy is
increasing since past the GDP rate of Netherland is also improved. So by expanding its market
in Netherland Hallmark Mayo's will be benefited as the economic conditions are good
(Demangeot, Broderick and Craig, 2015).
Social
The social factors refer to any change in the trend which impacts the business
environment. As living standard Netherland is also increasing and people started preferring high
quality products. So, it will be beneficial for Hallmark Mayo's if they are able to provide quality
products according to taste and preference of consumers in Netherland (Gillespie, 2015).
Technical
Netherland is the most technological advance countries in the world. Country possess on
of the strongest IT sectors in the world. Promoting constant IT development and software.
Hallmark Mayo's choose Netherland because people of technical advancement and can face the
competition with the help of advance technology (Penz and Kirchler, 2016).
Legal
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In recent years many legal changes have been implemented made in Netherland. Such as
recycling, minimum wage increase and disability discrimination, which affect the business. As
the wage rates Netherland is low so Hallmark Mayo’s can appoint the worker at low rates. This
will also help the company in saving the production cost (Solberg, 2017).
Environmental
Environmental factors such as change in the climate or climate affect the business
activities. As people in Netherland started consuming healthy foods but the environment of
Netherland is polluted so it may not be good for Hallmark Mayo's to enter into Netherland and
produce their products (Hoppner and Griffith, 2015).
The Hallmark Mayo's is entering into Netherland as the political and economic condition are
good so that the company decided to expand its business into Netherland.
Hallmark Mayo's can enter into international market by various routes such as franchise,
partnership and direct export. In partnership company can do partnership with the existing brand
in other country. In joint venture agreement by two companies are made, one domestic and one
foreign company to work together for mutual benefit with specific ownership percentage in long
term contact (Sapouna, and et.al., 2018).
Netherland business environment is very positive for the Hallmark, as its economic
condition is good and people have adequate income sources hence if the firm plan to enter into
this place then it would get more benefit. Furthermore, people like to buy quality products which
will raise demand of Hallmark in this country.
Rationale for business to go international
One of the major reason of entering into international market is to get global brand
presence and raise the profit to great extent. Firms enter into new markets to sustain in market for
longer duration. Entering into international market gives larger customer base and more
opportunities to expand the market. It helps in strengthen revenue and profit margins. Reason of
entering into this market is that it is very vast market and it would give benefit to firm in
increasing number of consumers. As firm will be able to deal with mass audience local, national
and at international level.
Strategies to tap into international market
Franchise, licensing is the great tactics that helps the firm in entering into global market
which supports the entity in establishing it self in the new market. As franchising is a form of
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business by which franchsers of a product or services obtained distribution through
dealers(franchises). The firm gives permission to another firm to use intangible assets is licenser
and the firm to whom license is issued is the licensee. Franchise is the tactic in which firm gives
authority to other firm to hold its name and sell products with the brand name. Whereas licensing
is the tactic in which firm takes license in other nation to conduct business operations.
Contribution of marketing in international context
Marketing is considered as important activity which helps in knowing more about
consumers of new market and making them aware with the products offer by the firm. It helps in
successfully gain attention of buyers and generating sales in the firm. There are many advantages
of international marketing as advertsing the product overseas uimproves market expansion and
enables business to build new relationship across the world. Marketing attracts new buyers and
support in raising awareness among them which will help in managing the operation in new
market successfully .It contributes well in generating sales and also help in raising brand
presence globally.
Opportunity and threats for the firm to go into international market
There are various opportunities and threats in international marketing are as follows:
Opportunities
 Doing business globally provides more opportunities such as increase market size. The
company gets the chance to import and export of the products.
 As exporting the products to the other country generates more profit for the company.
Hallmark Mayo's can outsource its work to third party as outsourcing includes lowers
cost, access to great skills and experience and more efficient scaling of company's own
business activities (Wu, 2016).
 International marketing gives exposure to the organisation, helps in improving the
products. Global marketing helps Hallmark Mayo's in increasing their brand recognition.
 Decreasing cost of transportation because of lower shipping prices also bring down the
cost of Hallmark Mayo's. Thus when the transportation cost is less the more goods can
be transported with less amount.
Threats
 As company is entering into the new market so there is a lack of knowledge about the
other countries culture and customer base.
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 There is an intense competition in the international market (Gripsrud, Hunneman and
Solberg, 2015).
 Liability laws of different counties are different and Hallmark Mayo's may expose to
various liability claims given change in the police in those markets.
 There are variations in exchange rates, so change in the currency rates impacts the
pricing policy of Hallmark Mayo's.
 Differences in Weather and climate can also be a threat to the business as the products
produced by the organization may not survive in the other country climate(Hoppner and
Griffith, 2015).
 Changes in consumer buying behaviour could be a threat to a physical infrastructure
driven chain model (Boso, Debrah and Amankwah-Amoah, 2018).
 By SWOT analysis it is clear that what are the weaknesses and what are thtreats
By doing SWOT analysis the strength and weaknesses of the organisation is ascertained. As all
the strength weaknesses and threats are known by doing analysis company can take better
decision and plan better for future. In this way it helps the organisation. Exporting products is the
good opportunity but it can create problem because it increases transportation cost which
ultimately raise price and people don’t prefer to buy such costly goods. But exporting is great
option as it increases demand in new market.
TASK 2 EVALUATE ENTRY TO A SELECTION OF INTERNATIONAL
MARKETS
Market strategy
Market strategy can be defined as tactics that are used by firm to gain attention of buyers
and making them positive towards the brand. It makes them able to make their choice of buying
any product.
Importance for the firm to choose right international market
Company has to select the right market which has potential otherwise it might get fail to
recover its investment. In this condition firm will have to face huge difficulty and it would not be
able to sustain in the market in new market. By selecting the right market entity can easily
generate sales and can gain high return over its investments. If wrong marketing is being selected
then it may affect brand image of firm furthermore, it can increase cost of operation for company
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as well. If it fails to choose right market then entity will not be able to sustain in market for
longer duration due to facing high financial loss.
Evaluation of market entry strategy
Marketing entry strategies- It is a planned distribution delivery method of services or good
to a new target market, in import and export services. And it has various strategies that are.
Join Venture (JV)
It is a partnership between two companies, where they link and invested to do some sort
of business. Investment is almost equal and share profit accordingly.
Advantages
 New insights and expertise: While start a joint venture it provides the opportunities to
gain a new insights and expertise. Market create an easier source to understand given
short-term partnership that you forget.
 Better resource: Making joint venture give chance for better resources, like technology
and specialized staff. All equipment that you need can be used by JV.
Disadvantage
 Great imbalance: As different firms are work together, so that there are great imbalance
of assets, expertise, and investment. And have negative impact on effectiveness of joint
venture.
 Clash of culture: In JV clash of culture and the management style result may poor co-
operation. As people with different culture, taste and beliefs can get the way huge time if
it left unchecked (Choi and Yeniyurt, 2015).
Licensing
It is a business arrangement where one company give permission to other firm to
manufacture its products for specified payment.
Advantages
 Create new business opportunities: License benefits such type of arrangement because it
requires less fund to start a business opportunity.
 Easier entry into foreign market: when arrangement of license in place, where the
licensor can able to get enter their product in new market easier.
Disadvantage
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 Increase in IP theft: Intellectual properties and products are exposing the higher level of
exposure. It creates more opportunities for theft and misuse as not have full control over
it.
 Offered for limited time: Mainly licenses are offer for limited time, where the time period
may 5-10 years, but there is an expiry date which is considered by the license holder
(Kaufmann, Czinkota and Zakrzewski, 2015)
Process of evaluating market
There are several marketing entry strategies to start the business in Netherland such as
Joint venture and licensing strategies, But it is recommended that joint venture is more beneficial
for the Hallmark Mayo's company to start their business in Netherland because Low cost is
needed to start the business with other company. As the company is already in running and have
good repo in the market. So by joining the company it require low cost and have good profit out
of it, as in joint venture both company share equal profit. As compare to other licensing
strategies where it has high risk of theft as having no control over it. And also the license have
the limited time period. After the certain period of time the license became expire. And also it
damage the reputation of both the parties when one element of relationship is mismanaged with
licensing. Hence Joint venture Marketing entry strategies is beneficial for the Hallmark Mayo's
to start his business in Netherland.
Applying market evaluation process
Before entering into the new market firm has to evaluate the market potential.
 Country identification: Hallmark Mayo's will have to select various countries by looking
upon its economic, social potential. If it fails to select the right market, then it would not
be able to recover its investment and would face finance loss.
 Preliminary screening: After evaluating the various nations Hallmark has to do screening
of it so that correct decision can be taken to enter into the right market.
 In-depth screening: After that Hallmark Mayo's need to do in-depth screening so that
each element is being evaluated properly and actual potential market can be determined.
 Final selection: On the bases of in-depth screening Hallmark is required to select the
final market which would be suitable for the firm. This will be beneficial in taking right
action to get profit and sustain in market for longer duration.
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 Direct experience: Then Hallmark Mayo's will gain direct experience by working in this
market. As company will work in the market is is obvious that it have a great experience.
Trading blocs and type of it
International trading block is a type of intergovernmental agreement, it is a part of regional
intergovernmental firm
Advantage of international trade block
 Optimal use of natural resources- It helps each country to make optimal use of natural
resources. It avoids the wastage of resources. It helps the Hallmark company to use the
natural resource at low cost, which is beneficial for company.
 Availability of all types of good- It enables the country to obtain which cannot produce
because of higher cost, which can be importing from the other countries at low cost.
Which help the hallmark company to get raw material at low cost.
Disadvantage of international trade block
 Impediment in development of home industries- It has an adverse effect on development
of domestic companies. It poses threat to survival of infant firm at home.
 Political dependence- This trade often encourages the subjugation and the slavery. It
impairs economic independence that are endangers political dependence.
Uncertainty about the future
There is lot of competition in the market that can challenge the hallmark existence. So to
exists in the market for the longer term, they have to bring the better economic climate
International markets for Hallmark
Hallmark can tap into Netherland and London both markets. As economic condition of
both thee nations are strong and people like to buy such kind of products here. Trade norms are
here flexible which will give more support to business unit.
Tariff and non-tariff barriers
 Non-tariff barriers to trade refers to the barriers which is related to the trade and it
involves restrictions on the exports and imports of goods and services from countries to
countries with the help of mechanisms. There are various non-tariff barriers for Hallmark
which are as follows -
 Licenses – With the help of license, company is clearly restricted of the import of goods
and services to another country's business.
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 Quotas – There are two types of quotas – import quotas and export quotas. It led
countries to get ready for the export and import of limited goods and services to another
countries' companies. It is a kind of limit, if company cross this limit, there is restriction
on the company to do import or export of goods.
 Traffic barriers
 Export Restraints – The company who is doing exporting, sometimes use export
restraints voluntary in order to set the limit on the goods and services' export. It is based
on availability and political alliances. It can be concluded that exporting
 Sanctions – one country imposes sanctions on other countries for the purpose of put
limitation on the trade of goods and services between them. It involves increase in the
administrative actions against the company in case they cross the limitation (Penz and
Kirchler, 2016).
Trade control is the major issue that can be faced by business as due to trade restriction firm
may face problems in managing the operations. But having trade control is necessary to
minimise trade related problems such as unable to recover invested amount etc. Each firm
has to pay traffic amount to work in new market, this is beneficial in conducting operation in
legal manner but it increases cost of business as well. Importing and exporting laws are
different in each nation, this thing create problem for Hallmark because it has make changes
in its operations accordingly. But due to having flexible government policy entity become
able to import or export material easily in new locations.
TASK 3 ELEMENTS OF THE MARKETING PLAN CAN BE ADAPTED
Global vs local debate in international marketing
Global market is running of business in local, national and international markets as well.
The factor focuses on expansion of business in another country or anywhere else in the globe.
Whereas Local market is area focusing on customers in local areas where the product or service
is produced for specific area and is not promoted for further expansion.
Where concept of Merchandise aims on boosting sales and services available in their
local area. Import factors are foreign goods and services bought inside resident country from
foreign country for selling or personal use whereas Service Export covers the factor of providing
ones services in other nation.
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The Hallmark Mayo if adapt global market for their business expansion will gain
competitive advantage among their rival in selling and promoting their products and services to
foreign countries raising their profit levels and gaining exposures, the brand through this practice
will set it's feet among bigger and famous companies whereas their practices in local market will
keep them in tough competition amongst it's rivals reducing the chances of growth and further
development as well might keep their effort and potential unnoticed as people now a days are
conscious about brands and focus on utilizing global brands(Boso, Debrah and Amankwah-
Amoah, 2018).
Services vs merchandise
Merchandise Services
Merchandising is the process of selling goods
to the end users
services are such things which are provided by
business to its consumers against their paid
amount.
It doesn’t provide services, it just deal with
goods.
It deals with goods and services both.
Advantage and disadvantage of importing and exporting
Export
Advantage
 It helps in generating more employment opportunities in the country hence it raises
purchasing power of consumers.
 But it is less risky method as compare other methods. If firm export the item then it is
done on demand hence there is no risk whether people will buy it or not.
 It raises production capability of business because of increasing demand.
Disadvantage
 Exports sometimes affect quality of goods badly.
 Hallmark can loss its focus from existing market
 Due to exporting administration cost can get increased.
Import
Advantage
 Through importing company can keep better control over the trade activities.
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 It is easy to select the suppliers from which firm wants products hence importing helps
company in gaining more advantage in term of getting quality material.
Disadvantage
 But sometimes obtaining license is quit difficult.
 As there are many substitute products hence it can create problem in generating sales.
 Core technologies may get affected in the firm (Advantages and Disadvantages of
Importing, 2019)
Influence factors
Internal factors
Financial condition of the hallmark is the major factor which create problems in
performing operations at local or international level. Hence to work at international level
Hallmark should consider this and according it has to make investment decision. Sometimes
firms want to enter into new market but have limited financial resources then it would not be
able to stablish itself in the new market. On other hand if staff are not skilled then also it would
create problem in managing operations at local and international level. This factor must be
considered by the firm while working in local and international both markets.
External factors
Changes in political condition create issue for the firm in managing its operations at
global level. On other hand economic factor also influence the working performance of the
company to great extent at both levels.
7Psofmarketing
London Netherland
Product Hallmark Mayonnaise in
London is made from canned
milk and dairy products
varying the taste of
products(Gillespie, 2015).
To produce the products in
Netherland Hallmark
Mayonnaise has abundance of
fresh dairy products and
people there consider canned
product rarely.
Pricing Hallmark Mayo to sell
mayonnaise adapted
Whereas in Netherland to set
pricing strategies the company
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discounting policies offering
it's products and services to
consumers.
offered discount based on the
purchase of their article. Such
as pack of 6 mayo offers 1
extra box and pack of 12 offers
3 extra boxes (Gomes, Sousa
and Vendrell-Herrero, 2017.
Promotion Hallmark Mayo to promote it's
products in London used social
media along with on counter
event promotions. The amount
of media users in London is
too much and are also
influenced b the products
offered through digital
channels.
Whereas the promotional
activities in Netherland are
occurred based on brand
endorsement by celebrities and
film stars alongside advertising
them on various social events
of the same like sports meet,
society functions, etc.
Distribution The distribution team of
Hallmark mayo focuses on
establishing live counters in
malls, stadiums and box
offices to gain tremendous
footfall for generating sales of
the products (Hyder and
Ghauri, 2015).
The Hallmark Mayo to
distribute their product offered
home delivery services on
minimum purchase basis and
focus on capturing as much as
possible people for sale of their
products.
Critically explanation of importing and exporting
Hallmark can get benefit by taking support of importing, as it will be able to manage
licensing issues but exporting is also get option because by this way firm will be able to enhance
global brand image. Exporting increases administration cost of business but it gives benefit in
getting sure money because export is done on demand only and firms gets sure payment for the
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same. Importing is beneficial because Hallmark can select suppliers according to its comfort but
it increases risk of replacing the product with substitute goods.
Recommendation
Applicability of global approach in Hallmark Mayo will boost up the company's the sales
of the products and business expansion of the firm to international grounds raising the company's
potential to great extend providing exposures and experiences for business activities hence will
create bigger picture of brand and bring productivity to their business operation whereas local
approach of Hallmark Mayo will promote the products and range in local markets showing it's
potential to local consumers and buyers. The type of approach will ultimately serve products in a
minimum cost that that of global as eliminating international taxes, transportation costs,
international rules, regulations and laws thus maintain stable price of product for it's
consumers(Sapouna, and et.al., 2018).
The Hallmark Mayo must adopt practices promoting Global approach for business
operations as it will raise the business to international level, making the company benchmark to
it's type, the employee associated with the firm will also develop a sense of achievement in the
process and the brand will develop self esteem and trust among st it's user as an international
brand serving them. Hallmark Mayo going global and international level will also invite several
investors or promoters or will also help in raising fund if it went public by attaining trust and
establishing such a high image among st it's consumers(Gripsrud, Hunneman and Solberg, 2015).
Hallmark Mayonnaise must practice third party intermediaries for the import of their products,
raw material or machinates. The practice will help them stimulate sales, withdraw orders and
perform market research help in addressing foreign traffic arrangement and shipping resulting in
efficient sales and services. These include factors of selling direct as well as indirect along with
direct and indirect selling. Whereas to promote export supported Hallmark Mayonnaise must use
insurance strategy to supply it's products as it cover the products transportation risks,
political ,foreign exchange and commercials risks so that they don't have to face severe loss for
sale of product in outside their country. Hallmark Mayonnaise applied marketing mix for
international context as the product brand i.e. Hallmark Mayonnaise is sufficient enough to fulfill
the client requirement providing efficient services and packaging factors. Further must provide
discount and pricing along with effective pricing policy for establishing their market in foreign
lands. The Hallmark mayonnaise must sell the products directly in order to gain more profits and
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do sales promotion through social media and advertising public ally to set feets in foreign
lands(Hoppner and Griffith, 2015).
TASK 4 EVALUATE INTERNATIONAL MARKETING EFFORTS
Methods of entering into Newmarket
Covered in ppt
Recommendations
Covered in PPT
CONCLUSION
From the above study it can be concluded that international marketing is the helpful
activities which can help business in knowing more about foreign consumers and offering them
goods and services as per their requirements. It is beneficial in managing the work in significant
manner and controlling over cost as well. By using effective marketing mix strategy entity can
manage its work in significant manner.
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REFFERENCE
Books and Journals
Boso, N., Debrah, Y.A. and Amankwah-Amoah, J., 2018. International marketing strategies of
emerging market firms: Nature, boundary conditions, antecedents, and
outcomes. International Marketing Review. 35(2). pp.202-214.
Choi, J. and Yeniyurt, S., 2015. Contingency distance factors and international research and
development (R&D), marketing, and manufacturing alliance formations. International
Business Review. 24(6). pp.1061-1071.
Demangeot, C., Broderick, A.J. and Craig, C.S., 2015. Multicultural marketplaces: New territory
for international marketing and consumer research. International Marketing Review. 32(2).
pp.118-140.
Gillespie, K., 2015. Global marketing. Routledge.
Gomes, E., Sousa, C. and Vendrell-Herrero, F., 2017. International marketing
agility. International Marketing Review.
Gripsrud, G., Hunneman, A. and Solberg, C.A., 2015. Revisiting Uppsala through the Lenses of
New Ventures: A Longitudinal Study of Norwegian Firms', International Marketing in the
Fast Changing World (Advances in International Marketing, Volume 26) (pp. 1-14).
Emerald Group Publishing Limited.
Hoppner, J.J. and Griffith, D.A., 2015. Looking back to move forward: A review of the evolution
of research in international marketing channels. Journal of Retailing. 91(4). pp.610-626.
Hyder, S.A. and Ghauri, P.N., 2015. The process of technology transfer through joint ventures:
International marketing implications. In Proceedings of the 1990 Academy of Marketing
Science (AMS) Annual Conference (pp. 155-160). Springer, Cham.
Kaufmann, H.R., Czinkota, M.R. and Zakrzewski, M., 2015. B2B and internal relationships and
curative international marketing: A polish case study. Industrial Marketing
Management, 51, pp.69-78.
Martin, S.L. and Javalgi, R.R.G., 2016. Entrepreneurial orientation, marketing capabilities and
performance: the moderating role of competitive intensity on Latin American International
new ventures. Journal of Business Research. 69(6). pp.2040-2051.
Penz, E. and Kirchler, E., 2016. Households in international marketing research: Vienna Diary
Technique (VDT) as a method to investigate decision dynamics. International Marketing
Review. 33(3). pp.432-453.
Sapouna, P., and et.al., 2018. Market Withdrawal, International Orientation and International
Marketing: Effects on SME Performance in Foreign Markets. In Advances in Global
Marketing (pp. 281-303). Springer, Cham.
Solberg, C.A., 2017. International Marketing: Strategy development and implementation.
Routledge.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Wu, C.W., 2016. The international marketing strategy modeling of leisure farm. Journal of
Business Research. 69(4). pp.1345-1350.
Online
Advantages and Disadvantages of Importing. 2019.[Online]. Available through <
https://www.melenco.com/advantages-and-disadvantages-of-importing/>
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